Case Study: Building out a Single Service Business Into a Multi-Service Commercial Kitchen Fire Protection Business.
Build-out fresh concept utilizing tiny existing single-focus business unit as a platform to add related services.
The Traditional Way
Purchase and assemble multiple businesses into offering with attendant costs and risks.
The Solutions Marketing 1 Way
To build-out a unique, multi-service commercial kitchen fire protection business from a tiny single-focus unit, the pulse of commercial kitchen owners and operators and the strengths and weaknesses of a competitive landscape and macro-economic conditions had to be considered.
Based on findings, develop a new division to service the fire protection and life safety needs as required by fire code, OSHA and insurance standards for the institutional and commercial kitchen market. Bundle into silver, gold and platinum annual service packages, services typically provided by two or three separate vendors making for a 1-stop vendor with technicians carrying a high level of training and certification. An unheard of approach at the time!
Growth ensued due to the marketing solutions of public relations and positioning of an acknowledged and widely acclaimed expert to introduce the concept to extremely influential municipal fire chiefs. Developed a sales process system that included face-to-face sales calls, targeted institutional direct mail, print advertising in specialized periodicals and trade shows. Achieved a 33% first-year sales increase, while increasing total accounts by 68%.